Facilitating Storytelling on the Web - 0 views
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paul lowe on 21 Jul 10"Now that we're certain of the value of storytelling, the pressing question that remains is how to tell stories on the web. I don't think that the existence of the story is in question-every product or service's value can be expressed as a story. The difficulty is in framing that story for the people that you know need to hear it. Take some time to remind yourself of that story: What was the problem that you set out to solve? How did you find the solution? Why is your solution special? Why are things different now that you've solved the problem? It's a simple structure, but often one that eludes marketers who are sometimes too close to their product or service to see the story clearly. Once you're clear on the story, there are two things to focus on next: (1) Writing the story, and (2) making sure that your website supports that story."